Outdoor cost varies by format, location, market demand and how much presence you need to be noticed. Here’s a practical framework to estimate what you’ll need — and what to ask for in a plan — without chasing misleading price ranges.
Quick take
- Outdoor cost varies by format, location, market demand and required presence.
- Outdoor works best when you choose fewer, higher-relevance locations and run consistently.
- The right question isn’t “what’s the cheapest site?” — it’s “what locations and weight will create uplift in our trading area?”
Why pricing feels hard (and what to do instead)
Costs vary because you’re buying different things: geography, audience, placement environment, timing and weight.
Instead of chasing a single number, use a framework to estimate what you need — then compare proposals cleanly.
The biggest cost drivers (plain English)
- Format: large format, street furniture, transport and DOOH price differently.
- Location + visibility: dwell time, sightlines and traffic volume change value.
- Market: metro vs regional pricing and inventory availability differ.
- Duration: longer bookings can improve efficiency and memory-building.
- Weight + coverage: number of sites/screens and rotation drive presence.
- DOOH buying method: classic buys vs programmatic can change flexibility and reporting.
What to ask for in a proposal
Ask for:
- Why these locations were chosen and what customer movement they match (routes, precincts, catchments).
- What level of coverage and duration is needed to create recall (what “too light” looks like).
- How creative will stay simple and consistent (one message long enough to stick).
- Measurement expectations: branded search lift, direct traffic lift and enquiries in exposed areas.
- A clear commercial breakdown: media spend vs services vs production/printing.
Common mistakes to avoid
- Buying too lightly (no frequency, no learning)
- Spreading budget across too many markets/locations
- Comparing “all-in” proposals without separating media vs services
- Measuring only last-click conversions instead of uplift signals
FAQ
Can you estimate cost without a formal quote?
You can estimate the inputs (markets, weight, timing), then ask suppliers or agencies to price that plan.
Is the cheapest plan best?
Not usually. Value comes from matching the trading area, choosing the right environments, and running enough weight to be noticed.
Next step
If you want a plan that’s commercially clear, built for small business, and easy to measure, get in touch and we’ll map the right channels, markets and minimum viable weight — without the jargon.
If you want an outdoor cost framework tailored to your markets and locations — plus a measurement plan that makes sense — get in touch.